8/9/2019 HT-May_2010

1/13

WE THE HORIZON TEAM DEDICATE THIS ISSUE TO EMINENT THOUGHT LEADER AND

RENOWNED MANAGEMENT THINKER -C.K.PRAHALAD

8/9/2019 HT-May_2010

2/13

HORIZON- The marketing club was start-ed by CUIM batch 2008-10. The major ob-

jective of the club is to carry out various

marketing related activities that can add

more value in the practical life of students.

The faculty incharge of the club is Prof.

Kshetragna.CN

SenirTeamEditor-in-Chief

Managing Editor

Senior Editors

Creative Head

Prasanna. K.S

Priyanka Singh

Arijit Majumder,

C.Thileeban,

Kinshoo Shah,

Shaoni Banerjee,

Divya Uthup,

Jerrin Johnson,

Liji George

Shailesh Kr Jha

01 MARKET FLASHThe latest marketing news

bits from around the world

02 LAUNCH PAD

The new products in the

market that you should

watch out for.

03 PAGE 3

Chill your eyes

04 BIG IDEAS

Short stories of great people

05 BUDDING VoICEMarketing Grows Younger

06 BRAND AUToPSY

07 MARKET ANALYSIS

Knowing specic markets

08 MARKETING MANTRAS

09 MARKETING HUMoR

10 QUIZ

11 CARTooN SCAPE

Contents

Many a small thing has

been made large by the rightkind of advertising

The purest treasure mortal

times can afford is a spotlessreputation

Marketing is not an event,but a process . . . It has a be-

ginning, a middle, but neveran end, for it is a process. You

improve it, perfect it, changeit, even pause it. But you nev-er stop it completely

Mark Twain

Jay Cnrad Levinsn

William Shakepeare

8/9/2019 HT-May_2010

3/13

Market Flash

PAGE - 1

8/9/2019 HT-May_2010

4/13

PAGE - 2

Launch Pad

8/9/2019 HT-May_2010

5/13

Page 3

PAGE - 3

8/9/2019 HT-May_2010

6/13

Big Ideas

PAGE - 4

Guru of Poverty and Prot

8/9/2019 HT-May_2010

7/13

PAGE - 5

Budding VoiceIPL and the principles of marketing

Since its genesis in 2008, IPL has been the

show stopper in the Indian sport related

events, and now three years hence, it stole

the show away with all the glitz associated

which recently concluded with Chennai Su-

per Kings as the 2010 Champions.

But, the success of IPL is not only limited to

its concept of bringing together cricket, busi-

ness , bollywood and local sentiments but

entails also the way the entire event is packedand presented to the mass and the media.

Lets recall some of the ways in which IPL has

been marketed in India and Internationally.

IPL from its inception was destined to suc-

ceed when it combined the Indian religion of

Cricket and Bollywood catching all the eye-

balls. As a matter of fact it had to put no ef-

forts to grab the mass attention in a cricket

and cinema crazy country of India. The fact

that IPL was going to be focused with only 20 over game, served in building up the popularity charts too.

Then came in the branding part of it, no stone was unturned by any of the teams in branding themselves with all the

super- heroic names associated with the theme structured around states for people in many cities in the country,

it was a moment of honor . They brought in stars like Vijay Mallya bringing in Deepika Padukone who is based in

Bangalore for his team, they brought in the local sport champions just like Kolkata team bid for Dada (Saurav Gan-

guly) and Mohali went for Yuvraj singh, they promoted their teams with the associated business houses, the way

Shahrukh gifted Compaq laptops to all the players in KKR

This branding exercise had for sure called for all the interest from Indian audience where they moved on to the next

level of creating desire. We cannot aord to miss talking about the cheer leaders part of the game, the ravishing

cheering team that Vijay Mallya imported or the reality show that designed to chose from aspiring cheer leaders

had aroused the desire undoubtedly. Preity zinta, Shahrukh Khan, Akshay kumar, Katrina Kaif and Shilpa Shetty inthe stadium stands, what better way to keep the Indian audiences swinging in joy?

All the media- hype with respect to auctioning of the cricketers (Pakistani players getting a snub), or masala news

such as linking Preity Zinta with Yuvraj worked wonders to create curiosity with people. And all this was backed

by the grand IPL advertisements with reverse counting of days to go, the IPL-3 ad showcasing the happiness of IPL

coming back to Indian grounds after IPL-2 which took place in South Africa, what else could have the public asked

for when cricket is an emotional attachment to India.

And the action part of it included all the action on the stadium grounds, the promotions of online bookings, various

brands oering IPL ticket as a prize to customers. So, IPL indeed has been a big marketing plan and no one else butMr. Lalit Modi has to be applauded for the same.

- Priyanka Singh

8/9/2019 HT-May_2010

8/13

Brand Autopsy- PRASANNA.K.S

HOW DOES THUMPS UP KEEP STEALING

THE THUNDER!!.........

PAGE - 6

BRAND: THUMPS UP

COMPANY: COCA COLA

AGENCY: LEO BURNETT

8/9/2019 HT-May_2010

9/13

Market Analysis- Prasanna.K.S

TOP-10

(BIKES-INTERNATIONAL ARENA)

PAGE - 7

8/9/2019 HT-May_2010

10/13

7. BIMOTO DB6 DELIRIO

Like something o a futuristic sci-i ilm but the Delirio is very much

today. Italian irm Bimota uses other manufacturers engines so they

can concentrate on wrapping round some of the most original and

exotic chassis ever seen. The MCN London Motorcycle Show is the

irst place in the UK to see the DB6; built strictly in limited numbers

with a price tag at the opposite end of the scale, it could also be your

last.

8. BMW HP2 MEGAMOTOThis is what happens when bike designers are allowed a free

reign - think of it as a supermoto on steroids. The limited num-

bers Megamoto utilizes BMWs trademark unconventional

1170cc Boxer twin engine to deliver arm-wrenching torque

through to a lightweight chassis. A whole new class of bike is

born and the streets are not safe with the HP2 on the loose.

9. SUZUKI GSX-R1000 K7When the GSX-R1000 was launched in 2001 it instantly became

top dog of the 1000cc sports bike pack. The fourth version of

this two-wheeled missile does nothing to suggest that form

wont continue. Lighter, faster and with more emphasis on con-

trol - a handle bar switch allows the rider to choose from three

power settings.

10. VALENTINO ROSSIS YAMAHA M1

So the lamboyant Italian and seven-time world cham-

pion lost the title last year onboard this Yamaha. But

we all know that hes still the best. In 2007 MotoGP

sees its irst major rule change in ive years; the engine

capacity has reduced from 990 to 800cc. This will be

one of the inal chances to get close to a real piece of

two-wheeled racing history.

PAGE - 8

Contd..

8/9/2019 HT-May_2010

11/13

PAGE - 9

Marketing Mantras

Galvanmeter Test: A research method that measures physiological changes in consumers when asked a questionor shown some stimulus material such as an ad

Afliate Marketing: Revenue sharing between online advertisers/merchants and online publishers/salespeople,

whereby compensation is based on performance measures, typically in the form of sales, clicks, registrations, or a

hybrid model

Hrizntal Discunt: A discount on a media purchase resulting from a promise to advertise over an extended

period of time

Jumble Display: A mixture of products or brands on a single display, such as a clearance table

Pupilmetrics: A method of advertising research in which a study is conducted on the relationship between a

viewers pupil dilation and the interest factor of visual stimuli.

- Prasanna.K.S

Marketing Humor- Ariit Mamr

MARKETING RELIGIoN

Signs on Church Properties

No God-No Peace. Know God-Know Peace.Free Trip to heaven. Details Inside!

Try our Sundays. They are better than Baskin-Robbins.

Searching for a new look? Have your faith lifted here!

An ad for one Church has a picture of two hands holding stone tablets on which the Ten Commandments are in-

scribed and a headline that reads, For fast, fast, fast relief, take two tablets.

When the restaurant next to another Church put out a big sign with red letters that said, Open Sundays, the church

reciprocated with its own message: We are open on Sundays, too.

People are like tea bags-you have to put them in hot water before you know how strong they are.

Come in and pray today. Beat the Christmas rush!When down in the mouth, remember Jonah. He came out alright.

Fight truth decay-study the Bible daily.

How will you spend eternity-Smoking or Non-smoking?

Dusty Bibles lead to Dirty Lives:

Come work for the Lord. The work is hard, the hours are long and the pay is low. But the retirement benets are

out of this world.

It is unlikely therell be a reduction in the wages of sin.

Do not wait for the hearse to take you to church.

If youre headed in the wrong direction, God allows U-turns.

This is a ch_ _ ch. What is missing? ---------> (U R)

Running low on faith? Stop in for a ll-up.

8/9/2019 HT-May_2010

12/13

Quiz

1. Connect Bertelsmann, MGM, Columbia Tri-Star and Bravia to a giant umbrella company.

2. He was close to buying the famous football club Everton and before that came close to buying Newcas-

tle United. He was considered a nancial wizard post his issue of 100 year Yankee bonds of his company.

He sits on the board of Wharton School of Management. Identify him

3. X was founded way back in 1879 and is currently headquartered at Neville House. Its current chairman

is the only grandchild of Mohammad Ali Jinnah, the founder of Pakistan. X is currently the sponsor of the

Mrs. India contest every year

4. Henry Ford, in a bid to show the commercial potential of this product appeared at a convention in 1939

wearing an outt completely made out of this very versatile vegetable. Name the product.

5. Elvis Presley only made one commercial in his career. What was the product and its advertised name?

6. Lee Byung - chull founded what as a trading company in 1938?

7. Which brands rst ad campaign in ve years, and the rst since it got acquired by a group, is calledThe Moment?

8. Which company, created by Alexander Wilson, has been part of the General Motors empire since

1925?

9. Connect Braun, Fusion, Crest, Old spice, Ivory and Olay to a giant umbrella company

PAGE - 10

ANSWERS:

1.SONY

2.ANILAMBANI

3.BOMBAYDYEING

4.SOYABEAN

5.SOUTHERNMAIDDOUGHNUT

6.SAMSUNG

7.GILLETE

8.VAUXHALL

9.P&G

8/9/2019 HT-May_2010

13/13

Cartoon Scape

PAGE - 11

CONTRIBUTIONS

Launch Pad- KINSHOO SHAH

Page 3- SHAONI BANERJEE

BIG IDEAS- JERRIN JOHNSON

Quiz - C. THILEEBAN, ARIJIT MAjuMdeR

Quotes- PRASANNA.K.S

Cartoon Scape- SOURCE: INTERNET